Crisis Relief Singapore has unveiled a hard-hitting campaign with Publicis Singapore to show that liking a Facebook photo of a crisis victim doesn’t help.

Featuring the tagline ‘Liking Isn’t Helping’, the campaign uses photos of flood, earthquake and war victims with Photoshopped hands giving the thumbs up surrounding the edges.

The campaign, which urges the public to ‘be a volunteer, change a life’, looks to promote the fact that while liking a photo on Facebook may help to spread the word on the issue, it is of no help to those affected by the crisis.

The volunteer run charity Crisis Relief Singapore used real press photographs in the campaign.

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